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14 Ponds


Company: Unilever Indonesia Tbk PT

Brand Value: US$1,250 million

Headquarters: Jakarta

Year On Year Change: 1%

Industry: Personal Care

Year Formed: 1989

Pond’s has long been the market leader in women’s facial skin care in Indonesia, with its distinctive pale pink packaging and a changing roster of celebrity endorsers. It now faces an intensely competitive market, however, and has to work hard to maintain its strength in the market, regularly refreshing both its range and its communications. Innovations in the past year include the March 2018 launch of Pond’s InstaBright Tone Up cream, and Pond’s Micellar Water cleanser, which promises to brighten the skin. Singer-songwriter Maudy Ayunda, is a new celebrity ambassador for Pond’s, as it seeks to make this well-established brand more appealing to younger audiences. For its Age Miracle range, aimed at older consumers, there are three new brand Pond’s ambassadors this year: pop singer and actor Bunga Citra Lestari, TV presenter Becky Tumewu, and designer Jenahara. To promote the entire range, Pond’s is continuing this year with the successful Goals campaign launched in 2017. The Goals program began by linking Pond’s with helping women and girls achieve their goals. This year, the theme is #travelgoals, and TV commercials show a woman traveling around Indonesia to learn about different cultures and to share her inspiration with others. The campaign has been linked to a travel-themed photo competition on Instagram.